Client Spotlight – Tom Mahlke Gets CRUNK!!!
 When CRUNK!!! Energy Drink re-launched under Solvi Brands in early 2007, they needed a CEO that personified the brand – trendy, energetic and in tune with today’s youth and hip-hop culture. At first glance, Tom is a middle-aged white guy who may not seem like the obvious choice to lead a brand built by rapper, hip-hop mogul and “King of Crunk” Lil’ Jon, but his wealth of experience and leadership skills are positioning CRUNK!!! for significant growth.
Named one of the fastest growing energy drinks by BEVNET, Tom and his team plan to double CRUNK!!!’s distribution in 2007. Tom also has been at the helm of two new product launches for CRUNK!!! – the company recently released a sugar-free formula and a 16-ounce can, which is available in both original and sugar-free. Doubling distribution and launching two new additions to a brand in just 12 months is a success for any CEO, but Tom already has direct experience with this kind of success.
Prior to joining CRUNK!!!, Tom was an instrumental part of the marketing team at several international companies, including Kimberly-Clark Corporation and IBM Corporation. His most recent executive position was with Doane Pet Care Company where he led several programs that transformed the company’s brands. Tom’s diligence made the $1.2 billion pet food company an attractive addition to larger corporations and was acquired by Mars, Inc. in 2006.
Tom’s work for CRUNK!!! has already garnered praise and recognition from top media outlets, especially in the company’s hometown of Atlanta. Through c21’s media relations efforts, Tom has been profiled on the front page of the Atlanta Journal Constitution’s business section and in the Roswell Neighbor. An additional executive profile is slated for the Atlanta edition of rolling out: Urban Style weekly.
If you would like more information about Tom, or find out where you can get CRUNK!!!, check out the company’s new Web site.
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